Partnering with NOCs - Anything is possible! - Tatjana M. Ivanova 10.9.2014
How do I get from them what The Question I need? 3
A better Question How do we win together, taking the strategies/interests/needs of the other party in consideration ? Drive on the right Drive on the left Drive on the right 10, 10 0, 0 Drive on the left 0, 0 10, 10 5
Solution 6
1. Who we are at IOC and what we do AGENDA 2. Sochi Broadcast and Research results 3. How TOPs engage with NOCs and why 4. Case study 5. Conclusions 8
The Olympism Platform 9
Activity Streams: Olympism in action F o r t h e F o r t h e Athletes General Public Health Education Development Peace through Sport through sport through Sport through Sport Technical and Protection of Athletes Education Financial support Athletes Health, and Career Safety and Security Programme Sustainability Culture Inclusion in Sport through Sport and Sport 10
Products & activities focusing on athletes Products Activities Technical and Financial Support to Athlete and Entourage Protection of Athletes Health, Safety and Security IOC Advanced Research & Team Educational Consensus Surveillance Physician Resources Statements IOC WORLD CONFERENCE System Course SPORT INJURIES AND ILLNESSS PREVENTION Athletes Education and Career Programme International Athletes’ Athlete Entourage Forum E-Zine Activities Outreach and Forum 11
Products & activities targeting the general public Products Non-IOC lead / co-IOC lead activities Activities Health through sport HIV / AIDS Programme Education through sport Olympic Values Education Programme Development through sport UN, NGO IOC WORLD CONFERENCE Collaboration s Peace through sport Inclusion through sport IOC REGIONAL SEMINAR Sustainability in sport Awards Culture and sport Cultural competitions 12
IOC TMS Mission To generate, enable and grow long-term revenue streams for the Olympic Movement
IOC TMS Commercial Partners 1. Rights Holding Broadcasters 2. TOP Partners 14
Olympic Games Broadcast Rights Core Principles Reach the widest possible audience Expand sports coverage Promote the Olympic values Attract a youth audience Exploit multiple media options/new technologies Ensure open, fair bidding Build long term relationships Generate appropriate fee for the rights offered 15
A TOP Partner has the highest sponsorship rights: Encompassing 3 Levels WORLDWIDE – OLYMPIC SYMBOL HOST CITIES / ORGANISING COMMITTEE GAMES EMBLEMS 2018 204 NATIONS/ TERRITORIES - NATIONAL OLYMPIC COMMITTEE AND OLYMPIC TEAM MARKS 16
TOP VIII PARTNERS 2013 2013 2016 - 2016 2014 2014 2014 2014 2016 2016 2016 2016 18
TOP IX PARTNERS 2017 2017 2020 - 2020 YOG 2018 2018 2018 2018 2018 2020 2020 2020 2020 19
TOP vs. NOC Domestic Partners TOP PARTNERS NOC LOCAL PARTNERS vs. OLYMPIC TEAMS/ NOC ASSETS OLYMPIC GAMES/ OLYMPIC TEAMS > A defined product/service category > A defined product/service category > Proactive protection of rights against > Proactive protection of rights against ambush marketing ambush marketing > Long term relationship with IOC > Mid to long term relationship with NOC > Exclusive worlwide rights > Exclusive/ co-exclusive territory rights > Financial security for the IOC, NOCs, OCOGs > Financial security and/or budget relieving > Transfer of knowledge Games to Games > Merchandising option > A limited group of companies 20 20
Marketing Partner Recognition Campaign 21
Marketing Partner Recognition Campaign Sport & Affärer A supplement sports feature issued 4 times a year included in the Dagens Industri financial newspaper as part of a special feature on Sochi 2014 • Placement in 2 editions: during December 2013 & February 2014 • Printed copies: 101’700 per issue NOC website • Placement: From January throughout Sochi 2014 22
Sochi Broadcast and Research Results 23
Sochi 2014 Results Broadcast • 4.1 billion worldwide audience • Record number of TV channels: – 464 channels compared to 240 for Vancouver: • 310 FTA channels vs. 128 Vancouver , 154 Pay Channels vs 112 Vancouver • Record worldwide Winter Games coverage on TV and on digital platforms: cumulative total of more than 102000 hours vs 57000 hours in Vancouver 2010 • Of that total more hours on television than ever before – 42,000 hours vs. Vancouver 32,000 • But also more hours on digital than television for the first time at any Games (Summer or Winter) – 60,000 hours (vs. Vancouver 25,000 hours) 24
Sochi 2014 Results Digital and Social • More hours on digital than television for the first time ever at any Olympic Games • 2 billion impressions across all Olympic social media platforms • 37 million subscribers to the IOC’s social media platforms • 14 million site visits on olympic.org • 1,500+ Sochi 2014 Olympians and 4,500 other Olympians connected with fans and on the IOC Athletes’ Hub 25
AWARENESS OF OLYMPIC RINGS Overall, awareness of the Olympic Rings is extremely high and unchanged since All Countries London. It is currently highest in Japan, China and South Korea London Sochi 97% 97% 97% 97% 97% 97% 97% 96% 96% 96% 95% 94% 95% 94% 94% 94% 93% 93% 94% 93% 93% 92% 92% 91% 92% 91% 89% 90% 86% 85% 82% 80% Source: Q.Please can you write in what you think the symbol/logo is? Base: All adults All Countries
AWARENESS AND APPEAL OF SPORT AND ENTERTAINMENT PROPERTIES The Olympic Games and Olympic Winter Games have the highest awareness and high All countries appeal of all of the properties 100% Average Aware = 72% Olympic Winter Games Oscars Market Specific Reality TV 90% Olympic Games show Football World Cup Formula One (F1) Market Specific Sport Top National Football Property 80% NBA Championships League Paralympic Games Wimbledon All Continent Games World Athletics Aware of Property Tour de France Championships UEFA Champions League 70% MTV Video Music Awards English Premier League Pan-Regional Football 60% The Masters (Golf) Championships Youth Olympic Games Rugby World Cup NFL Superbowl 50% Extreme Sports X Games 40% NHL Stanley Cup 81% are Olympic Games fans 30% 75% are Olympic Winter Games fans Average Appeal = 6.3 20% 4,0 4,5 5,0 5,5 6,0 6,5 7,0 7,5 8,0 Appeal of Property (Mean Score) Source: Q. Please state whether you’ve heard of the following . Q. And for those you’ve heard of, please state how appealing each one is using a scale from 1 to 10 where 1 means it is “not at all appealing” and 10 means it is “extremely appealing”. 2 Base: All adults All countries *Olympic fan= 6 or more for appealing 7
OPINION OF OLYMPIC PARTNERS’ REPUTATION Olympic Partners’ reputation remains strong All countries Olympic sponsors…. London Vancouver ...are leaders in their industries 9% 59% 67% 59% 61% N/A ...are socially responsible 10% 53% 59% N/A ...are companies I can trust 11% 53% Disagree Agree Source: Q. Still thinking about the Olympic Games and its sponsors, please state how much you agree or disagree with each of the statements using a scale from 1 to 5 where 1 means you “disagree strongly” and 5 means you “agree strongly”. 2 Base: All adults All countries 8
REASONS FOR WATCHING THE OLYMPIC WINTER GAMES The chance to see the best athletes in the world perform and compete, and a sense of All Countries national pride are the key drivers for watching the Olympic Winter Games London Vancouver 33% I love to see the best athletes in the world perform and compete 17% 17% 32% National pride, to support my country/team 19% 24% 31% The Olympics are the biggest sporting event 12% 9% 23% To watch my favourite sport 12% N/A 22% I like the opening and/or closing ceremonies 11% 11% 22% I love sport 13% 15% 20% The Olympic Games are inspirational 9% 10% 18% It doesn't take place very often so I watch it when it is on 15% 14% 16% It is impressive to see the world coming together for this celebration 9% 7% 12% Friends and/or my family watched it 4% 6% 12% To watch sports I don't normally watch 8% 13% 11% The Olympic Games are a celebration of friendship N/A N/A 8% The Olympic Games demonstrate respect N/A N/A … 5% To watch a sport, in which I participate/participated, being played at the 3% N/A Source: MC & OS- Q9. What was it about the 2014 Olympic Winter Games that made you watch it? From the list below, please select up to three main reasons for watching. 2 Base: All adults who frequently watched the Olympic Winter Games (at least 3 or 4 days a week) All Countries Reduced list for Sochi 2014 down from 22 in London 2012 to 14, 11 statements common to both Games 9
WHAT THE NOC BRAND STANDS FOR Adults are most likely to associate their NOC emblem with their country’s athletes and All Countries with The Olympic Games My country's athletes 47% The Olympic Games 46% National Pride 43% Team spirit 40% The Olympic Movement 34% None of these 5% Source: Q. This symbol represents your country’s national Olympic team/ committee. What comes to mind when you see it? Base: All adults All Countries
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